Table of Contents
Pages 2 – 4
Overview
Page 4
Community Celebrations
First Step: Appoint a Coordinator
Resource Directory
Page 5 – 6
Roles and Responsibilities
Page 7 – 14
Choosing Your Celebration Location
Signage, Materials and Equipment for the Celebration
Pre Event
Publicity support for the Community Celebration
Page 15
Setup
Page 16 – 17
Sample Script
Page 18
Run of Show – Banner Graphics
Page 19
Unified Sports Exhibition/Demonstration
SPECIAL OLYMPICS
UNIFIED RELAY ACROSS AMERICA
Overview
The Special Olympics Unified Relay Across America presented by Bank of America
(URAA) is a 46-day Flame of Hope relay that will help drive awareness leading up
to the Special Olympics World Summer Games this July in Los Angeles, California.
The URAA will have three routes -- beginning May 26 in Augusta, Maine;
Washington, D.C.; and Miami, Florida.
The routes will cover every state in the United States before converging in Los
Angeles, where the 2015 Special Olympics World Games will be held July 25 to
Aug. 2.
More than 20,000 torchbearers are expected to participate in the URAA, either
running, walking or biking a segment of the relay. Unified athletes and teams
from across the country will also participate. And thousands more people will
cheer them on and participate in community celebrations each day.
Michelle Kwan, one of the celebrity co-captains of the run, said the relay will be
nothing short of inspirational.
"I'm thrilled to be part of the announcement of what promises to be the greatest
and biggest torch run in United States history," said Michelle Kwan, a two-time
Olympic medalist and Special Olympics International board member. "[It's] a run
that will not only touch every state in the Union, every corner of this country, but
also engage and inspire every American. The Unified Relay Across America is
going to unify the entire world in one giant celebration of the spirit of Special
Olympics."
In its role as presenting sponsor, Bank of America will provide significant
financial, promotional, and volunteer support to the Unified Relay. In addition,
the company will use its deep connections in local communities to encourage
participation among individuals, families and businesses.
When the three relays arrive in Los Angeles, the Law Enforcement Torch Run
Final Leg Team, comprised of law enforcement officers representing 36
countries, along with 10 Special Olympics athletes, will accept the torches and
continue the Flame of Hope’s journey to communities throughout California,
including Host Towns where Special Olympics World Games delegations from
more than 170 countries will participate in pre-Games cultural exchanges.
Each URAA route will be led by a group of co-captains, including media
personalities, actors, musicians, professional athletes and Special Olympics
athletes. Co-captains will serve as spokespeople for the Special Olympics
movement and the
Unified Relay – encouraging participation through registration, fundraising and
spectatorship.
Co-captains will include: Apolo Ohno, Special Olympics Global Ambassador and 8
time Olympic Short Track medalist; Damian Lillard, Special Olympics Global
Ambassador and American professional basketball star; Elena Delle Donne,
Special Olympics Global Ambassador and American professional basketball star;
Joe Haden, Special Olympics Global Ambassador and American professional
football star; Maria Menounos, Special Olympics Global Ambassador and
journalist; Aloe Blacc, American singer and songwriter; Josh Turner, American
singer and actor; Special Olympics North Carolina athlete Zach Commander;
Special Olympics Pennsylvania athlete Johanna Schoeneck; and Special Olympics
Iowa athlete Corey Leonhard.
Supporters will have the opportunity to run with the Flame of Hope by signing
up as an individual torchbearer or as a team of torchbearers for a half-mile walk
or run segment or a five-mile bike segment in an area of interest across the
United States. Funds raised from the Unified Relay will go to Special Olympics to
provide sports training, competition opportunities and additional programming
that empowers people with intellectual disabilities to become accepted and
valued members of their communities, which leads to a more respectful and
inclusive society for all.
ESPN and ABC are the Official Media Partners of the Unified Relay Across
America presented by Bank of America. ESPN is a long-time supporter of Special
Olympics and is also the Official Broadcaster of the 2015 Special Olympics World
Summer Games. Their local and national support of the Unified Relay will lead
into the 25 July World Games Opening Ceremonies, televised on ESPN’s
networks.
Throughout the 46 days, ESPN and ABC media will tell the story of the relay
across its multiple media platforms, covering and promoting each of the three
routes as they cross the country. It will include national coverage on ESPN and
ABC programs at select stops throughout the relay, local coverage on ABCowned stations and affiliates along the routes, a “torch tracker” and “Countdown
to LA2015” clock on ESPN.com and select ABC digital media, and promotion
across ESPN web sites and radio stations as well as ABC affiliate stations – letting
people know when the torch is coming to their town and where they can go to
support the torch bearers. Additionally, employees from ESPN and ABC will
participate as torchbearers. Additional corporate supporters of the Unified Relay
Across America presented by Bank of America include Microsoft, Toyota,
Homeaway, Citgo.
Community Celebrations
A public celebration of the spirit of Special Olympics will be held every night, at
every stop along the three URAA cross-country routes. The celebrations will
feature a Torch Arrival ceremony, music and special guests, Special Olympics Play
Unified Sports exhibitions and demonstrations, speeches by local dignitaries, and
recognition for the day’s URAA participants.
Every celebration should engage local citizens, Special Olympics athletes,
families, coaches, volunteers, law enforcement volunteers, supporters, public
officials, civic leaders, and local media. While some will be held at large venues
(e.g., MLB stadiums), most will take place at smaller community venues with a
target of 1,000 + participants.
If possible, the events should be timed for between 5-6:30PM to coincide with
local television news opportunities.
This workbook will help you identify the specific steps you will need to plan and
hold a Community Celebration; provide you with an understanding of the
organizations and resources provided by Special Olympics to help you (including
musical entertainment and production, staging and audio, and promotion); and
give you tools you can use to execute your plan successfully.
ROLES AND RESPONSIBILITIES
Your First Step: Appoint a Coordinator
The most important step in planning and conducting your Community
Celebration is to appoint an event coordinator. Once that person is named, you
should provide his/her contact information to all contacts in the Roles and
Responsibilities Chart below.
Resource Directory An online Resource Directory is available for your use at
http://resources.specialolympics.org/Taxonomy/Marketing_and_Communication
s/Marketing/Campaign_Resources/_Catalog_of_Unified_Relay.aspx
This directory includes links to Overview and Background Information; Branding,
Communication, and Digital Marketing Tools; Fundraising and Sponsorship Tools;
Promotional Tools; and Route Logistics and Operations Tools, including detailed
route maps.
Roles and Responsibilities
The chart below outlines the roles and responsibilities of the four entities who
will have primary responsibility for coordination of community events:




Special Olympics International
Ignition, an international sports and entertainment event management
company (www.ignition-inc.com)
Joe Lewis Company, an award-winning event production company
(www.joelewiscompany.com)
Your state Special Olympics Program
Another important player for you to know is ReverbNation, a technology
management and production support company for the nation’s musicians, who
will be scheduling musical entertainment for every Community Celebration
under the supervision of SOI. (www.reverbnation.com)
IGNITION
Share potential
community
celebrations per
route
JOE LEWIS COMPANY
Provide 3 Community
Celebrations leads (1) dedicated
team to each route
SOI
Create and distribute playbook
for Community Celebrations
including scripts and planning
timeline
STATE SO PROGRAM
Approve Community Celebration site
Liaise with Joe
Lewis Company to
finalize site
Develop a scalable Community
Celebration plan per
venue/sponsor
Secure all event sites with SO
State Program
including contracts, insurance
permits, security, planning and
negotiate fees if any
Secure all event sites with SOI and
support necessary paperwork if
possible
Support with all
RON/Tour service
operators
Provide all production elements
for Community Celebrations
including:
 Run of show development,
set-up & execution
 Stage management (talent,
dignitaries, athletes)
 Power distribution
 Audio and backline
 Stage branding and event
signage
 Production staff
 Cauldron and logistics
 Supplemental equipment
trailer
Coordinate and confirm artists
with ReverbNation

Coordinate with
ReverbNation on rider

Select artist from finalists
offered by ReverbNation

Check with SO State
Program regarding artist
selection

Provide information for
ReverbNation to promote
Community Celebrations
Identify speakers for Community
Celebration including:
 SO Athlete (possibly Team USA
athlete)
 SO Executive (CEO, Board
Member)
 Bank of America representative
(if B of A has presence in State)
 Municipality
representative (Mayor, Chief of
Police, etc.)
 Other special guests (celebrity)
Revise script as needed based on
participants
Incorporate Play Unified Sports event
where applicable
Provide primary contact person for
each Community Celebration
Route manager to
coordinate Flame
arrival and timing
with Joe Lewis
Company
Support any sponsor stops
(ESPN, TRU, B of A, Microsoft)
Provide public relations
contact and documentation
team
Source Community
Celebrations crew
support vehicles
from Toyota
Provide balls for Unified Sports
experiences
Identify with SO State Program
emcee
Provide public relations onsite
contact
Provide sponsor
relations contact
Support sponsor activation with
sponsor relations contact
Confirm celebrity where
possible
Plan, recruit participants and conduct
Play Unified Sports Experience
(optional)
Promote the Community
Celebrations among stakeholder
community and general public
Provide
accommodations
for Joe Lewis
Company team
Promote the Community
Celebrations to general public
through URAA media partners
and sponsors
Choosing Your Celebration Location
Your Community Celebration site should meet as many of the following criteria
as possible:
•
•
•
•
•
•
•
•
Choose a high traffic area, allowing for maximum visibility and participation
such as existing local fairs, festivals, etc.
An existing covered stage is preferable (e.g., a band shell, an outdoor arena or
stadium)
Five 20a circuits must be available from the stage (100a total power)
Full unencumbered access to the Stage Area must be available from 8AM on
Event Day
A location for a podium for welcome remarks (and the podium)
An adjacent area (e.g., fields, a park) for Play Unified Sports activities
Reserved, adjacent parking space for the URAA Caravan
Ample nearby parking for spectators and participants
A preferred site is also one that has been used traditionally for public gatherings,
one that is easily found and is known by the local population.
You will be responsible for acquiring all necessary public permits and
determining all public safety and security requirements (e.g., hiring paid duty
police officers, etc.).
Signage, Materials and Equipment for the Celebration
A three-person Advance Team for each leg of the tour will arrive at the event
location site several hours before the run arrives to set up the stage and
equipment.
The van carrying the Advance Team will provide:
 The audio “backline” – speakers, amplifiers, generator, and cabling for the
musicians’ performing needs and for speeches.
 The “cauldron” – the centerpiece of the Flame of Hope Celebration
ceremony, the propane-fueled cauldron is where the Flame of Hope will
reside until the Relay departs the following morning.
 The backdrop – a basic “step and repeat” backdrop to place behind
speakers and during TV/broadcast interviews.
Additional signage is encouraged. For approved style guidelines and artwork, see
the online Resource Directory here.
Publicity
Your responsibilities include reaching out to local news media, including TV,
radio, newspapers (daily and weekly), and online news outlets to generate preevent, live, and post-event news coverage.
We also suggest you promote the celebration event through calendar
announcements with local media.
Community Celebration Spec Sheet
Please complete and send back to Victoria Rivers at [email protected] by
March 31st
Date of Event:
Time of the Event:
Location:
Point of Contact:
Address
Phone:
Email:
Pre-existing structure (If yes, please send photo or CAD drawing):
Access time to venue:
Power Availability:
If yes, total power (i.e., 100a)
Parking:
If yes, for how many and cost:
Parking for URAA caravan (10 vehicles)
Will there be a Unified Sports activity?
If so, what and where:
Permits required (please list):
Name/Entity for Certificate of Insurance:
Publicity
Pre-Event
Calendar Announcement – as soon as you have a firm date for your event, send
out a simple calendar announcement to all media that publish community social
and entertainment calendars.
Pre-Event Calendar Announcement
SPECIAL OLYMPICS UNIFIED RALLY ACROSS AMERICA
COMMUNITY CELEBRATION
(DAY, DATE, TIMES, LOCATION)
A community event to celebrate the arrival of this nationwide torch relay to raise
awareness and funds for Special Olympics. The Celebration will include music by
(NAME OF ENTERTAINER), an exhibition of Unified Sports skills and competition,
speeches by local and state dignitaries, and the lighting of the Flame of Hope
cauldron, symbol of the Special Olympics Spirit.
For more information, visit INSERT URL FOR PAGE WITH NEWS RELEASE – EITHER
ON YOUR ORGANIZATION SITE OR FACEBOOK PAGE.
News Release – Four weeks prior to the event, send out a news release with
details about the event to your entire media list. Include an image file of the
URAA logo and, if possible, a photo of the musician/band who will be
entertaining.
Pre-Event Press Release
CONTACT NAME, EMAIL, PHONE
Special Olympics Unified Relay Across America
presented by Bank Of America
Coming to NAME OF YOUR TOWN
National Relay Crossing All 50 States
Celebration to Include Music, Torch Lighting
(NAME OF TOWN, STATE) – date – On (day and date of event), the Unified Relay
Across America presented by Bank of America (URAA) to benefit Special
Olympics will come to (NAME OF TOWN). The Special Olympics Unified Relay
Across America presented by Bank of America, is a once in a lifetime opportunity
for America to unite to build communities of respect and inclusion. Over the
course of 46 days, in a hand-to-hand exchange, people throughout the nation will
carry the Special Olympics Flame of Hope across the country and deliver it to Los
Angeles for the Special Olympics Word Games. The Unified Relay will be three
simultaneous routes hitting all 50 states and will be led by celebrity and Special
Olympics athlete co-captains and supported by law enforcement officers.
On (date and time), a Community Celebration honoring the Flame of Hope and
the torchbearers of the Unified Relay will be held at (LOCATION). The
Celebration will include a lighting of the Special Olympics Flame of Hope
cauldron, music by (NAME OF ENTERTAINER/S), an opportunity to play Unified
Sports with local Special Olympics athletes and remarks by local dignitaries
including (NAMES OF LOCAL SPEAKERS). The public is urged to attend.
INSERT INFORMATION ABOUT THE ROUTE LEADING UP TO THE CELEBRATION,
AND THE ROUTE OUT THE FOLLOWING MORNING.
The Special Olympics Unified Relay Across America (URAA) is a 46-day Flame of
Hope relay that will help drive awareness leading up to the Special Olympics
World Summer Games this July in Los Angeles, California. The URAA will have
three routes -- beginning May 26 in Augusta, Maine; Washington, D.C.; and Miami.
The route will cover every state in the continental United States before
converging in Los Angeles, where the World Games will be held July 25 to Aug. 2.
More than 20,000 participants are expected to participate in the URAA, either
running, walking or biking a segment of the relay. Unified athletes and teams
from across the country will also participate.
Each Unified Relay route will be led by a group of co-captains, including media
personalities, actors, musicians, athletes and Special Olympics athletes. Cocaptains will serve as spokespeople for the Special Olympics movement and the
Unified Relay, encouraging participation through registration, fundraising and
spectatorship.
Supporters will have the opportunity to run with the Flame of Hope by signing
up as an individual torchbearer or as a team of torchbearers for a half-mile walk
or run segment or a five-mile bike segment in an area of interest across the
United States. Funds raised from the Unified Relay will go to Special Olympics to
provide sports training, competition opportunities and additional programming
that empowers people with intellectual disabilities to become accepted and
valued members of their communities, which leads to a more respectful and
inclusive society for all. INSERT LOCAL SIGNUP PROCEDURES/CONTACT
INFORMATION.
Media sponsors for the URAA include ESPN and ABC. Additional corporate
supporters of the Unified Relay Across America presented by Bank of America
include Microsoft, Toyota, Homeaway and Citgo. INSERT NAMES OF ANY LOCAL
SPONSORS YOU NEED TO INCLUDE.
###
Sports Media – issue a special invitation to sportswriters/editors to cover the
Unified Sports demonstration/exhibition.
TV/Radio Talk – After you disseminate the news release, contact any news media
in your area who offer opportunities for pre-event interviews, including TV
morning and afternoon lifestyle programs, and morning and PM drive radio
personalities.
Social Media – post the news release on your organization’s website and/or
Facebook page, and tweet daily links to the release in the two weeks prior to the
event. As much as possible, post Facebook “teasers” daily over the final two
weeks.
Invitations – The more recognized public figures attend your celebration, the
more likely it is to attract large crowds and significant media attention. Key state
and local elected officials, high-profile civic leaders, should be invited to attend
as soon as you know the date, time, and location of your event.
Invitation to Dignitaries
Dear ______________:
On (DAY, DATE), the Special Olympics Unified Relay Across America presented by
Bank of America will reach (NAME OF TOWN). This Relay to raise awareness for
the Special Olympics movement will cover all 48 continental United States,
focusing world attention on the needs and potential of people with intellectual
disabilities, and promises to be a global media event.
On (DATE), we will honor the Relay’s arrival with a Community Celebration at
(LOCATION, TIME). This celebration will include a lighting of the Flame of Hope,
music and entertainment, sports demonstrations and exhibitions, and
appearances by several public officials and civic leaders. (IF YOU WISH TO OFFER
AN INVITATION FOR THIS INDIVIDUAL TO SPEAK, DO SO HERE.)
Special Olympics has a strong presence in our (state/community), providing
opportunities for improved health and social inclusion for (hundreds/thousands)
of citizens with intellectual disabilities, and giving their families renewed hope
for a better quality of life for those they love.
We hope you can take part in this important event, and help us shine a light on
this organization and its great work.
Thank you,
Speakers should include an SO athlete; SO executive; a local Bank of America
representative; a
highly visible elected official or leader. Other celebrities, especially celebrity
supporters, should also play visible roles.
Publicity support for the Community Celebration
One week prior to the event, contact the News or Assignment Directors at local
TV news stations and encourage them to cover the event live via satellite. (Make
sure you have a parking location next to the venue where satellite trucks can
park conveniently.)
Have 1-2 individuals onsite to act as media liaisons, to coordinate interaction
between media and dignitaries, and to handle interview and other media
requests.
Assign a photographer/videographer to shoot during the event for use in postevent publicity and social media.
Immediately after the event, send a short news release with 1-4 photo images to
your media database. (Include a short video clip to any TV station that did not
send a camera to cover the event.) In the release, simply summarize the
sequence of events and restate the information in your pre-event release.
Post images on all social media – Facebook, Instagram, Twitter, etc. over the next
2-5 days.
Set-Up
Here is a sample, brief script of how a typical Community Celebration might run:
5:00pm
Complete set-up and sound check
5:30 – 6:15pm
Pre-arrival show (1 hour)
• Unified Sports exhibition (soccer)
• Just Dance flash mob
• Radio DJ and Giveaways
6:15 – 7:00 pm
Pre – Arrival Concert by ReverbNation
7:00 – 7:30pm
Welcome remarks and arrival (Emcee)
• Torch Arrival and lighting of the Cauldron
• Special Olympics representative
• Special Olympics athlete (possible Team USA athlete)
• Bank of America representative
• Government representative (i.e., Governor, Mayor,
Senator, Law Enforcement Chief)
• Closing song(s) by ReverbNation and/or Celebrity Artist
The Joe Lewis Company will take the lead role in working with ReverbNation to
schedule musical entertainment for every Community Celebration.
For your information, ReverbNation is the largest independent artist community
(3.6 million artists) in the world. ReverbNation provides technological and
marketing support to this community of bands, solo acts, and musical artists, and
as a sponsor of the URAA, is providing their services and talents for our
Community Celebrations at no cost.
Joe Lewis and ReverbNation may contact you with questions about the
venue/location and to help coordinate the act’s arrival and set-up.
Community Celebrations
Sample Script
M.C. Welcome to our celebration of the arrival of the Special Olympics Unified
Relay Across America presented by Bank of America!
Today’s run is part of one of three legs crossing the nation, bringing the Special
Olympics Flame of Hope to every one of the states. These three legs will meet in
Los Angeles, signaling the beginning of the 2015 Special Olympics World
Summer Games, the biggest sports and humanitarian event in the world this
year!
The Unified Relay Across America was created to build awareness of the hope
and opportunity Special Olympics brings to people with intellectual disabilities
around the world. Special Olympics changes the world through sports every day,
around the world. By empowering people with intellectual disabilities, we create
communities where everyone is included and respected.
Today Special Olympics programs serve more than 4.4 million athletes in more
than 170 countries. It is the world’s largest volunteer program with more than
1.3 million volunteers, people like you who give their time and energy to help
build a world of greater tolerance and understanding, where everyone has the
opportunity to be a part of their community. Here in (STATE) we have (#) of
athletes and we welcome you to join our movement here in (STATE).
Now there are a few people up here today who would like to join me in thanking
today’s organizers and runners, as well as the (NAME OF UNIFIED
ORGANIZATION) who gave us a great demonstration of Unified Sports
competition earlier this afternoon.
(Introduce senior elected official)
Now I’d like to introduce (NAME OF BANK OF AMERICA REPRESENTATIVE) of
Bank of America, the official presenting sponsor of the Unified Relay Across
America. We would not be here today without Bank of America’s generous,
tireless support of this major undertaking.
(Introduce B of A official)
Now I’d like to introduce (NAME OF ATHLETE), one of our local Special Olympics
athletes and a wonderful ambassador for the movement. (NAME) would like to
say a few words about his/her experience with Special Olympics.
(Introduce athlete)
The backbone and heart of the Special Olympics Unified Relay, and of every
Special Olympics Torch Run for 46 years, are the Law Enforcement officers and
organizations around the world. Organizers, fundraisers and runners, law
enforcement officers give countless hours of time and energy to bring the Flame
of Hope to every corner of the globe. I’d like to introduce (NAME OF LAW
ENFORCEMENT REPRESENTATIVE), and ask him/her to say a few words on behalf
of these tireless supporters of Special Olympics and the Unified Relay Across
America.
(Introduce law enforcement official)
Today has been a wonderful day, thanks to the efforts of dozens of people in our
community, and to the families and athletes of Special Olympics. Let’s give them
a big hand!
And now, please stay and enjoy the sounds of (NAME OF ENTERTAINER/S). Let’s
have fun, and celebrate the Spirit of Special Olympics! (IF THE UNIFIED
EXHIBITION WILL CONTINUE AFTER THE REMARKS CONCLUDE, INVITE PEOPLE
TO PARTICIPATE.)
Unified Sports Exhibition/Demonstration
The Unified Relay Across America was conceived to provide opportunities for the
nation and global media to be exposed to messages about the value and benefit
of Special Olympics Unified Sports. The Community Celebrations offer our best
opportunities for maximizing that exposure, but giving us a platform for Unified
Sports exhibitions and demonstrations.
Your responsibility is to recruit a team or teams of Unified athletes to attend the
Celebration and take part in some type of exhibition that demonstrates the
function and value of Unified Sports. This could include:



An abridged “competition” – a three-inning Unified softball or soccer
game
A “celebrity” Unified competition featuring local media and public
notables playing side-by-side with Unified athletes
A sports skills clinic led by Unified athletes
The format is up to you, but the opportunity is clear. This Celebration will give
you a great opportunity to build awareness of Unified Sports in your market, and
to recruit new participants. There will be a separate Play Unified Toolkit for all
Play Unified opportunities.